Beauty the live

What Beauty the live does

Beauty the Live (뷰티더라이브) is a Seoul-headquartered, privately-held Korean company founded in July 2016 that operates as an integrated K-beauty China market-entry platform. It serves 40+ Korean beauty and personal-care brands — including Dewycel, Anua, Cosnori, Medicube, Axis-Y, I'm From, and Glow — by directly executing the A-to-Z of cross-border commerce into China on their behalf. Core service lines include a cross-border D2C channel operating on five owned Chinese storefronts (Daou-in, Kuaishou, Xiaohongshu, Tmall Global, and Taofenghao) that sells inventory purchased by the company itself; a B2B network of 500+ Taobao resellers; Wang Hong (influencer) live-commerce broadcasting; IMC integrated marketing (brand SNS operation, KOC/KOL seeding, feed and search advertising, short-form content production); store consignment operations; and regulatory support for trademarks and hygiene permits. Beauty the Live is differentiated from typical Korean agencies by operating all functions internally rather than subcontracting to local Chinese intermediaries, and by using cross-border mechanics that allow brands to defer tens of millions of KRW in hygiene-permit costs until sales volume justifies them.

Revenue is generated through a mix of transaction-based D2C and B2B sales, professional service fees for live-commerce broadcasting, IMC marketing, and store operations, plus consulting fees for regulatory and exhibition support. Go-to-market is channel-partner driven, combining platform partnerships (official MCN status on Daou-in and Kuaishou since August 2020, Tmall TOF supplier recognition in 2022, Daou-in Pengzhang official partner in 2023), Wang Hong influencer relationships, and the Taobao reseller network. The company runs an operational footprint of four offices: Seoul HQ (strategy, finance, PR/IR), Qingdao (B2B, SCM, customer service, since October 2017), Shanghai (IMC, since 2022), and Hangzhou (Wang Hong and MCN, since 2023). Underlying technology centers on a cross-border e-commerce system plus a registered patent (Korean Patent No. 10-2017-0049365, granted March 2019) covering a marketing service provision system that generates automated customized entry maps for K-beauty brands expanding into China. Cumulative Wang Hong export sales reached 200 billion KRW by November 2022, up from 20 billion KRW cumulative by December 2018, and the company has received the Korean Million Dollar Export Tower (2020), Hangzhou Taobao Dark Horse Company recognition (2021), and other platform-level awards. Ownership remains with the founding team led by CEO Ryu Gwang-han, with no disclosed institutional investors, parent company, M&A activity, or restructuring.

Name

Beauty the live

Legal name

(주)뷰티더라이브

Website

https://beautythelive.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Beauty the Live is a Seoul-based integrated platform that helps 40-plus K-beauty brands enter and sell in China via owned D2C storefronts, a 500-plus Taobao reseller network, Wang Hong live commerce, IMC marketing, and cross-border regulatory support across Qingdao, Shanghai, and Hangzhou offices.

Ownership category

akta.pro rank

Product category

Cross-Border E-commerce Distribution Services

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Nonstore Retailers (5960)

akta.pro industry

PRIMARYCRAOAEAN

K-Beauty/J-Beauty & Imported Beauty Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Beauty & Personal Care Distribution

SECONDARYCRAFADAC

Beauty & Personal Care Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYBPAFAHAL

Live Commerce & Shoppable Creator Campaigns

Business & Public Services/Marketing, Advertising & PR Services/Influencer & Creator Marketing

SECONDARYCRAFAHAH

Beauty & Salon Professional Supply Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Wholesale/B2B E-commerce Marketplaces

Keywords

• Cross-border e-commerce
• K-beauty distribution
• China market entry
• Live commerce services
• Integrated marketing services

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. D2C Platform Sales: Beauty the Live purchases products and sells through their owned Chinese D2C platforms (Daou-in, Kuaishou, Xiaohongshu, Tmall Global, Taofenghao), handling fulfillment and customer service
2. B2B Sales: Sales to 500+ Taobao resellers through dedicated B2B team managing supply chain and preventing price volatility
3. Live Commerce Broadcasting: Planning, broadcasting and sales services connected with partnered Wang Hong influencers for rapid brand awareness and revenue growth
4. IMC Integrated Marketing Services: Brand official SNS account setup and operations, KOC/KOL seeding, feed ads, search ads, short-form content production
5. Store Operations Services: Consignment management of brand marketing channels and sales store accounts
6. Consulting Services: Trademark and hygiene permit application support, exhibition booth operations, local production management

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Beauty the Live operates as an all-in-one integrated solution enabling K-beauty brands to enter and scale in the Chinese market. The company purchases products from K-beauty brands and resells them through its owned Chinese D2C platforms (Daou-in/Douyin, Kuaishou, Xiaohongshu, Tmall Global, Taofenghao) via a cross-border system that avoids the need for hygiene permits. It also provides live commerce broadcasting with partnered Wang Hong influencers, IMC integrated marketing services (SNS operations, KOC/KOL seeding, feed and search ads, short-form content), B2B sales through 500+ Taobao resellers, store consignment operations, hygiene permit and trademark support, exhibition booth management, and local production management.

Product overview

뷰티더라이브는 K-뷰티(한국 뷰티) 브랜드의 중국 시장 진출을 지원하는 올인원 통합 솔루션으로, 시장 트랜드 분석에 기초한 맞춤형 진출 전략 설계부터 올인원 통합관리 솔루션(브랜딩, 마케팅, 유통, 콘텐츠 운영), 뷰티더라이브 샵인샵(D2C 플랫폼 직접 판매), 라이브 방송, IMC 통합 마케팅, B2B 판매(500여 개 타오바오 리셀러 네트워크), 점포 위탁 운영, 위생허가/상표권 지원, 박람회 부스 운영, 현지 생산 관리 등 China A to Z 전 영역을 직접 운영하는 플랫폼입니다.

Differentiator

Problem solved

Functional benefit

Products and services

• Shop-in-Shop (뷰티더라이브 샵인샵) A consignment-style distribution model in which Beauty the Live directly purchases inventory from K-beauty brand partners and resells through Beauty the Live-owned Chinese D2C storefronts. The cross-border system enables immediate sales without first obtaining Chinese hygiene permits, saving brands tens of millions of KRW in entry commissions and certification costs. Brands can later pursue hygiene permits based on sales performance.
• Live Commerce Broadcasting Service (라이브 방송 서비스) Planning, broadcasting, and sales service connecting K-beauty brands with Beauty the Live-partnered Chinese Wang Hong (influencers). Includes Wang Hong visit-to-Korea live broadcasts (factory tours, raw material sites, brand CEO interviews) and photocard-linked marketing collaborations with local Chinese idol fan clubs, designed to drive rapid brand awareness and sales lift within short timeframes.
• IMC Integrated Marketing (IMC 통합 마케팅) End-to-end integrated marketing communications for K-beauty brands in China, including brand official SNS account setup and operations (Weibo, Douyin, etc.), KOC/KOL seeding content, general-user trial group operations, feed advertising, search keyword advertising, and short-form content planning and production tailored to local Chinese consumers.
• B2B Sales Service (B2B 판매 서비스) B2B sales channel managed by a dedicated team collaborating with approximately 500 active Taobao resellers. The team manages supply chain and prevents disruptive product price volatility to protect brand value and prevent early-stage value erosion for K-beauty brand partners.
• Store Consignment Operations Service (점포 위탁 운영 서비스) Consignment operation of brand-owned marketing channels and sales store accounts, providing credibility with Wang Hong influencers and end consumers. Targeted at brands that need to strengthen brand trust and credibility in the Chinese market.
• Hygiene Permit and Trademark Support Service (위생허가 | 상표권 지원 서비스) Integrated management of trademark and hygiene permit (위생허가) issues that are difficult for brands to handle directly, supported by Beauty the Live's in-house advisory committee.
• Exhibition Booth Operations Service (박람회 부스 운영 서비스) Full-service support for K-beauty brand exhibition booth operations in China, covering booth design, on-site operations, and post-event management, staffed by local Chinese beauty specialists.
• Local Production Management Service (현지 생산 관리 서비스) Planning and production management for new products customized for Chinese local consumers, supporting brands considering China-based manufacturing of localized SKUs.
• All-in-One Integrated Management Solution (올인원 통합관리 솔루션) The umbrella integrated solution under which Beauty the Live's 10+ year China field experts take responsibility for K-beauty brand A-to-Z operations including branding, marketing, distribution, and content. Delivers a customized, easy-to-execute China market entry map so brands can focus on their brand philosophy and products.

Quantifiable outcome

• 40+ K-beauty brands successfully entered China market
• +1 more outcomes

Named customers18 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and major.

• Daou-in (도우인)coreStrategic or Co-development Partner · 1 August 2020Official MCN (Multi-Channel Network) designation for Daou-in platform since August 2020, enabling integrated marketing and live commerce services for K-beauty brands on this platform
• Kuaishou (콰이쇼우)coreStrategic or Co-development Partner · 1 August 2020Official MCN designation for Kuaishou platform since August 2020, providing access to short-video and live commerce capabilities
• Taobao Resellers (타오바오 리셀러)coreChannel Partner/ Reseller/ DistributorCollaboration with approximately 500 Taobao resellers for B2B sales, with dedicated B2B team managing supply chain and preventing price volatility
• Wang Hong Influencers (왕홍)coreChannel Partner/ Reseller/ DistributorPartnership network of Chinese Wang Hong (influencers) for live commerce broadcasting, including Korean Wang Hong visit programs and local idol fan club collaborations
• Tmall Global (티몰 글로벌)majorChannel Partner/ Reseller/ DistributorPlatform partnership for Tmall Global operations, with supplier recognition (Tmall TOF) achieved in 2022
• Xiaohongshu (샤오홍슈)majorChannel Partner/ Reseller/ DistributorPlatform partnership for Xiaohongshu (Little Red Book) marketing and sales, utilizing for review marketing and seeding content strategies

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Stylevana: Online retailer specializing in K-beauty and Asian skincare selling globally and into China via cross-border channels. Directly comparable to Beauty the Live's owned D2C platform cross-border distribution model, although Stylevana targets Western consumers rather than Chinese platforms.
• YesStyle: Hong Kong-headquartered online retailer of Asian beauty, cosmetics and skincare products. Comparable to Beauty the Live as a cross-border K-beauty marketplace/distributor serving consumers in multiple markets including mainland China.
• Soko Glam: K-beauty-focused online retailer and brand incubator founded by Charlotte Cho. Comparable to Beauty the Live as a K-beauty focused e-commerce platform, though Soko Glam's primary channel is US consumers rather than Chinese D2C.
• Wishtrend: K-beauty e-commerce platform specializing in ingredient-forward Korean skincare brands, with similar brand-discovery and SEO content marketing approach. Comparable to Beauty the Live's online K-beauty retail and brand-building model.
• Jolse: Online Asian/K-beauty retailer shipping to global markets including China cross-border. Comparable to Beauty the Live's D2C cross-border distribution model with a similar take-rate, multi-brand marketplace structure.
• Ushopal: China-based cross-border beauty retailer and brand accelerator specializing in K-beauty, Japanese and emerging Asian brands on Tmall, JD and WeChat. Closely comparable to Beauty the Live as a Chinese-market entry enabler for imported Asian beauty brands.

Emerging players

• Azeta: Chinese cross-border beauty retailer focused on K-beauty and Japanese cosmetics distribution, operating on Tmall and other Chinese platforms. Comparable as a Chinese-facing cross-border K-beauty distributor that overlaps with Beauty the Live's D2C channel work.
• Glow Recipe: K-beauty inspired skincare brand and online retailer founded by Korean-Americans with deep distribution on Tmall Global and Sephora. Comparable as a Korean-origin K-beauty player that has succeeded on the same Chinese D2C platforms Beauty the Live sells into.

Broad incumbents

• Olive Young: Korea's dominant health-and-beauty retailer operated by CJ OliveNetworks, with international stores including in China. A broad incumbent that covers many of the same K-beauty brands that Beauty the Live distributes, though with a primarily offline retail model.
• Tmall Global: Alibaba's cross-border e-commerce platform for international brands selling into China - a direct platform partner of Beauty the Live (with Tmall TOF Supplier Award in 2022). Comparable as the broadest incumbent in the same channel but operating at platform infrastructure level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/beautythelive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauty the live